Representatives from the Việt Nam National Administration of Tourism (VNAT), and MAGGI Brand announced the co-operation. — Photo courtesy of Nestlé Vietnam

The Tourism Information Centre under the Việt Nam National Administration of Tourism (VNAT) and MAGGI Brand, a division of Nestlé Vietnam, have launched a collaboration programme called 'Exploring golden ingredients: elevating Vietnamese cuisine to new heights', with an aim of promoting tourism through discovering unique local cuisine.

Việt Nam’s rich culinary diversity is a significant attraction for tourists, reflecting its unique landscapes and cultural heritage. In 2023, the partnership successfully promoted Vietnamese cuisine through the project 'Variation of thousands of ingredients, cooking millions of Vietnamese dishes,' which included online campaigns, tech-supported promotions and culinary festivals. One highlight is a community-driven online map of Vietnamese dishes recognised by VietKings.

This year, the programme will shift focus from well-known dishes to 'rough gems' - unique local ingredients that are often overlooked. The upgraded online culinary map will feature a fresh interface and dynamic updates on local ingredients and recipes, encouraging user engagement and appreciation for Việt Nam’s culinary diversity.

In 2024, the programme will include hands-on experiences with local ingredients and signature dishes, featuring influential key opinion leaders to enhance Việt Nam's culinary tourism brand.

Trần Duy Vũ, Director of Food Industry at Nestlé Vietnam, said: "The MAGGI brand not only complements every Vietnamese meal but also aims to enhance the experience of Vietnamese culinary tourism, spreading positive values through our rich local dishes. The initial phase of our project, 'Variation of thousands of ingredients, cooking millions of Vietnamese dishes', in collaboration with the Tourism Information Centre, yielded excellent results. We look forward to continuing our strategic partnership in 2024, focusing on the theme 'Exploring golden ingredients: making Vietnamese cuisine famous.'

"This year's activities will be creatively designed to enrich the online culinary map and promote Việt Nam's culinary identity both domestically and internationally, positioning Việt Nam as a vibrant and unique destination on the global culinary and tourism map."

Hoàng Quốc Hòa, Director of the Tourism Information Centre, said: "Leveraging technology and digital transformation in tourism promotion is a key priority for our industry. As the lead agency for communication and promotion, the Tourism Information Centre will continue to collaborate closely with industry partners to advance these efforts. Building on the successful cooperation with the MAGGI brand, we will introduce new initiatives in 2024 that utilise digital technology to effectively promote the cultural and culinary richness of Việt Nam, enhancing tourism through engaging culinary experiences." — VNS